MONTREAL (BRAIN) — Swiss clothing brand Assos has opened its first two North American shop-in-shop ProShops, with La Bicicletta in Toronto and Fresh Bikes in Arlington, Va. The brand has 17 ProShops around the world, with eight more planned to open this year.
"Partnering with Assos is one of the best things we have done, and the quality and attention to detail of Assos products is perfectly aligned with the services and amenities we attempt to deliver to our customers during each visit. We couldn't be happier with the relationship," said Fresh Bikes owner Scott Mcahren.
The ProShops include the Assos Display System merchandise displays, designed by Assos' in-house architect, Alfonso Giron, and produced by a furniture specialist in Italy. All projects are planned centrally by Giron and all furniture is produced and shipped from Italy.
La Bicicletta general manager Heath Cockburn said the ProShop at his store was three years' in planning. "We believe Assos is unequivocally the best cycling apparel, integral to a positive riding experience for our customers. Naturally, we worked hard behind the scenes for three years getting our ProShop status and installation. Seeing it in place is very exciting, and it elevates our store to the next level."
Grand openings were held at both locations in late March, attended by Assos model Andrea Zamboni.